Dispelling much of the media hype about our country’s decline in manufacturing, overall manufacturing production in the USA has remained remarkably constant for decades. What has changed dramatically is the number of jobs used to generate our manufacturing output. Since 1979 the manufacturing workforce has shrunk by 40% and there’s every indication that it will continue to shrink since the productivity of manufacturing workers has never been higher.

The decades-long decline in manufacturing jobs reveals several important factors of the manufacturing job market that must be understood and acted upon by job seekers, manufacturing companies and government entities alike.

1. the lost jobs aren’t coming back. Just as the jobs for phone operators were replaced with digital switches that could handle exponentially more calls at a fraction of the price of an operator with a headset, manufacturing has embraced automation and will never return to manual processes.
2. new manufacturing jobs require higher levels of technical skill. Manufacturers need employees who add value to the manufacturing process. They don’t need a warm body capable of punching a button to activate a punch press 120 times an hour. If you can’t provide more value than a simple machine, you will not get hired. Employers are looking for individuals who can operate and program their automated machines. These new positions requires mathematics and computer programming skills that former machine operators never developed.
3. training is essential. Although there are thousands of machine operators who are potentially capable of updating their skills to include programming, these operators all need training. Solutions have to be developed privately and publicly to enable these workers to shift from simple machine operation to advanced programming, monitoring and operating.
4. essential skills need to be introduced in high-school. The new manufacturing jobs are higher paying because they’re more demanding intellectually. They require an understanding of advanced mathematics, logic and programming that are not imparted in the current high school curriculum. Students should be introduced to the skills that will play an increasingly large role in their professional lives so they will be better prepared to step into real-world employment opportunities with a solid educational foundation.

The mistakes she details are pretty common, and can generally be categorized in two broad categories: lack of preparation and failure to focus on the company’s needs, not yours.

With all the information available on the web (including our own series of videos How to Handle the Toughest Interview Questions) there is no excuse for a job interviewer to be unprepared to handle some tough, probing questions. Even if the interviewer doesn’t ask the precise questions that we pose, your preparation and practice answering these tough questions should provide you with a concise understanding of your strengths, accomplishments and personal characteristics that make you attractive to a new company.

There’s also no excuse for any job candidate to arrive at an interview without knowing about the company. There are simply too many tools and sources available online that can provide a wealth of information not just about the company, but about the company’s executives as well. What message are you sending to the interviewer if you haven’t made the effort to learn anything about their company, their products, their culture or their staff?

Landing a job provides you with potentially hundreds of thousands of dollars of income, health care coverage, retirement savings and other benefits. If you can’t be bothered to invest at least several hours researching the company, then they’re likely correct in their assessment that you must not have wanted the job very badly. Do your homework.

Job seekers need constant reminders that the job interview isn’t about them. It’s all about the company.

When interviewing for a job, your first priority is understanding precisely what the company needs and then convincing them that you can fulfill these needs. By demonstrating a comprehensive understanding of their needs, you can differentiate yourself from the other candidates they’re talking to. And differentiation is crucial. Not just by the set of skills you have, but by the enthusiasm and energy you display. They want to hire someone who is genuinely excited by the prospect of working with them, so make sure you present yourself as someone they’ll want to work closely with.

One final thought that the writer left out of her piece: send a thank-you note immediately after the interview. Not an e-mail. Not a tweet. A real note on genuine paper. It sets you apart from the 90% of candidates who don’t ever send a follow up note of any kind and provides you with an opportunity to reinforce your skills and demonstrate your enthusiasm. And isn’t a new job worth the 44 cent stamp?

SUBJECT LINE: Question..

Is that a period and its twin, or is it ellipses that can’t find its third dot anywhere? Ah, an easy mistake for a journalism and communications major to make.

Hello, my name is ___________ and I am a senior undergraduate student at Well Recognized University in the Midwest, graduating with high honors in May with bachelor’s degrees in both Journalism/Mass Communication and Communication Studies. Although currently I reside and go to school in __________, I am originally from the Chicagoland area and am looking to start my career there in May.

In this letter, you use the word “I” 35 times, “me” six times and “my” 11 times in 573 words. Granted, it’s a cover letter and the subject is yourself, but since you’re applying to work here, the subject is also us, and the communication business we cover. But we get your logic: We already know all about ourselves, right? What we need to know more about is you!

P.S. In Chicago, nobody but weather-men and traffic reporters use the term “Chicagoland.” Actually, weathermen, traffic reporters and distant suburbanite kids trying to sound hard-bitten.

I cannot express to you how excited I became as I came across the website for Regan. It is the kind of company that I have been looking for, and I am willing to do whatever it takes to obtain a full-time position at Regan.

You were too excited, apparently, to check the spelling of the company’s five-letter name.

Last year, an essay that I wrote was nationally recognized and I was, in turn, rewarded for my “excellence in undergraduate research.” My work was submitted by one of my professors, who complimented my persuasive writing/speaking style and suggested that I look into graduate school. However, I am far too eager, at this point, to get started in a career—and even moreso now that Regan is an option.

Hey, we love our work, and we have a good time doing it. But are you actually saying the prospect of a job at a niche trade publisher has you geeked out of your young and hopeful mind? We cannot express how skeptical this makes us feel.

I am a prominent undergraduate student in the communication studies department here, and from time to time even assist graduate students with brainstorming and analysis.

A “prominent undergraduate,” eh? Your university has 30,000 undergraduate students, the only “prominent” ones of which play on the football team. Look, we cover PR here; don’t try to kid a bunch of kidders, okay kiddo?

More than this, I am primarily a journalism student and my work has been published mostly in the university news-paper …. However, I also worked as a news reporter/intern at a local radio station for almost the entire 2006-07 school year. There, I reported on, and wrote stories—daily—for air. I also did on-air news and weather. Aside from filing affidavits (for none other than Clear Channel) and filling out program logs—I had the opportunity to meet lots of new people and work in a high-pressure position with deadlines and time-consuming interviews. I loved it.

Wait: Did you say you filed affidavits for a radio company? Which radio company? Was it a company other than Clear Channel? No? It was none other than Clear Channel? Gadzooks, how soon can you start?

I want to bring my passion, skill, and knowledge to Regan. I realize that you may not be the person that I should be speaking with, but I needed to contact someone.

In the last 5 years of my life, I have been told by many different people that I have a much different way of thinking. I think outside of the box (without even realizing it) and have a perfectionist complex that does not permit me room for error in my work.

Ooh, this might be a problem. Here at “Regan,” we have a requirement that when our employees want to think outside the box, they have to ask permission to do it, which obviously means they have to realize when they’re about to think outside the box. Do you think you might be able to train yourself to be more aware of your mental position, relative to the box?

When I do something, I give it everything that I have. When I am given a task, I get it done better than expected. The men at the radio station referred to me as “Chicago” and “sassy”—and never failed to give me stories that required contacting the hard-to-get sources. I always got them to talk, and I always got them to “spill it.” Sassy, they said, is for the ability that I have when it comes to asking the “tough questions.” They always said to me jokingly…“you have the look to get the interview with men and women alike, the charm to keep the interview, the intelligence to ask the right questions, the passion to ask the hard ones, and the innocent smile that gets an honest answer out of anyone.”

These “men” at the radio station were about two ticks away from sexual harassment, girlfriend. A worthy subject for discussion no doubt, but not in a cover letter, please.

My resume is attached. Thanks for hearing me out. I am honestly thrilled to have found this company and look forward to hearing from you soon. All of the careers listed on your website are of interest to me. However, I think that my writing style would be most applicable to speechwriting or public relations.

Excellent. Except we don’t do speechwriting or public relations.

Sincerely,

But we’ll be sure to keep your letter on file—and refer to it every time we want to remember: How full of themselves most young people are … that all the college courses in the world can’t teach a person how to communicate effectively … and how desperate and ill-equipped even “prominent undergrads” such as yourself feel as they prepare to leave their cozy college environs and test their sass in the big bad world.

Lessons learned from her disastrous letter:

1. Proofread the letter. Then proofread it again. Confirm that you spelled the company name correctly and that you spelled the name of the intended recipient correctly. Really, it doesn’t get any more basic than this. We receive correspondence all the time from people eager to work with NESCO Resources, which is terrific, except that our company name is NESCO Resource. It makes a difference.
2. Know what the company does. This applicant can’t wait to get involved with professional speechwriting and public relations. The only problem is that Ragan doesn’t do either. Big fail.
3. Shift the focus from your desires to the company’s needs. Your goals and dreams, while massively important to you, really aren’t that important or interesting to your potential employer. They want to know precisely what you can do for them. What value do you bring? How can you contribute?
4. Demonstrate your expertise with detail, not broad claims. The writer’s claims that she “thinks outside the box” and “I give it everything I have” are self-aggrandizing statements that are much less effective than detailed descriptions of projects or tasks that actually demonstrate your expertise. Don’t just say you’re creative and hard-working, provide a real-life example.

In our continuing series of how to answer the toughest interview questions, today we take on another one of the tough, open ended questions that strikes fear into the heart of job seekers everywhere: why should we hire you?

Just like the general questions Tell me about yourself and What are your greatest weaknesses?, your answer to this question can raise some red flags for the interviewer if you don’t handle it correctly.

The question is nothing more than the interviewer asking you to sell yourself to them.

So, how do you sell yourself? First you need to have done the research necessary to understand your core professional strengths and to identify several examples from your career that demonstrate these strengths in action.

Second, you need to understand why the interviewer wants to hire someone. What capabilities are they looking for? What is the pain that they’re trying to eliminate?

The wrong way to respond is with something like “because I need a job.” Remember, the job interview isn’t about you. At least not yet. The interview at this point is all about what the interviewer wants, and what you can do for them.

A good place to start preparing your answer is the job listing itself. What specific skills and experience are they looking for? What are they trying to accomplish? What will it take to get their job done?

Now, examine your inventory of professional skills and match those with the employer’s needs. Clarify those two or three key qualities that you have to offer that fulfill their precise requirements and set you apart from their other candidates.

Remember, these traits don’t have to be unique to the position, like a specific programming language or professional certification, but may be your energy, initiative, working style or communications strengths. These are the types of attributes that are relevant to virtually any job and are essential to any long term success you’ll have.

So, from the list of their requirements, you simply match what you have to offer and merge the two into a summary sales statement. This is your pitch. It should be no more than two minutes long and should stress the traits that make you unique and a good match for the job.

For example:

From our conversation, it sounds as if you’re looking for someone to come in and take charge immediately. It also sounds like you are experiencing problems integrating all of your branches’ systems to provide you with an overview of their activity and success on a daily basis. With my six years of experience integrating CRM systems on systems ranging from a desktop PC to a corporate mainframe, I’ve learned the best ways to integrate these systems at the lowest cost. My high energy and quick learning style enable me to hit the ground running, quickly identify and analyze problem areas and move quickly to plan a course of action. My colleagues would tell you I’m a team player who maintains a positive attitude and motivates his staff to deliver exceptional results. I have the ability to stay focused in stressful situations and can be counted on when the going gets tough. I’m confident I would be a great addition to your team.

Completing an exercise around this question allows you to concentrate on your unique qualities. Take the time to inventory your specific capabilities and think about what sets you apart from others.

Then, let the interviewer know that you have been listening to the problem they’ve described and have what it takes to do the job — that you bring specifically identified value to their organization and are the solution to their problems.